The AI answer is turning into ad inventory. Hotels are the first test.
Google confirmed on its Q2 earnings call that AI Max is out of beta and serving more than 500,000 advertisers. Two formats are in testing: Highlighted Answers, sponsored links inside AI recommendations, and Direct Offers, brand promotions inside traveler planning conversations. IHG holds the first hotel seat in Direct Offers.
The seat was given, not bid on
As Markus Busch reports in Hospitality.today, Direct Offers did not open as an auction anyone could enter. It launched as a partner program, and IHG is an upcoming partner, not a live one. Google reports a 15% bump in conversions and a 20% gain in ad relevance from Gemini.
The read for independents and STR operators, from Rafael Osborne at Profit Guest Services: unpaid ground inside the AI answer is worth more today than it will be once those seats open wider. Make your rates, policies and property facts easy for a model to read.
Can I pay to appear inside the AI answer today? Not if you are independent. The first hotel seat went out by invitation, so organic visibility is still the lever you control.
This content was created with the help of artificial intelligence and reviewed by Rafael Osborne (Profit Guest Services) before publishing.